-- Brands cannot ignore the presence of social media when planning their marketing campaigns. They must consider how deeply woven into modern life it has become, as well as the incredible opportunities it offers as a result. However, advertisers also face challenges in deriving actionable insights from the enormous amounts of data generated through social media participation. “Tracking metrics to determine the success of a brand campaign or the effectiveness of a marketing strategy can be a daunting task, since there are so many numbers to consider. However, advertisers now have access to sophisticated analytics tools, which raises the question of which metrics truly carry weight on social media. The challenge is to identify the relevant data, because the most important numbers will be those closely linked to the specific business goals tied to the social strategy,” says Daniel Yomtobian, a highly respected entrepreneur and business leader in the online media space.
The huge body of social media metrics may seem like rough waters to navigate, but this multitude can be grouped into four main categories: awareness, engagement, conversion, and customer metrics, Daniel Yomtobian explains. While every element in these categories can offer valuable insights, its overall usefulness will be determined by its contribution to the business objective in focus. In the awareness category, the most important metrics for social media strategists to track are brand awareness, audience growth rate, post reach, potential reach, and social share of voice. Generally speaking, this category provides numbers that reveal the current audience a brand has and the potential new additions. Engagement metrics are perhaps the most widely tracked group, possibly because these numbers are the easiest to obtain, but they are considered of little use when it comes to measuring return on investment (ROI) or customer lifetime value (CLTV). These so-called “vanity metrics” include likes, shares, comments, followers, views, impressions, traffic, and bounce rate. Even though they may not help measure business goals, engagement metrics are still important because they allow brands to optimize their content.
Concerning determining the effectiveness of a social media campaign in terms of generating sales or prompting another desired action, the metrics in the conversion category are deemed the best indicator, says Daniel Yomtobian. Among the key stats to track here are conversion rate, bounce rate, social referral traffic, click-through rate (CTR), cost per click (CPC), and cost per thousand impressions (CPM). The collective data will provide insights into the value of the content for the target audience and determine whether marketers are getting solid returns on their investment. As for customer metrics, these are essential for any brand that wants to be perceived as credible, trustworthy, and committed to keeping its clients happy. In addition to tracking customer testimonials, marketers should also consider utilizing customer satisfaction and net promoter scores, using these additional data to pinpoint areas in need of improvement and refine their message.
Daniel Yomtobian rose from the ranks of web designers to become one of the most prominent CEOs in the online media space. His passion for innovation and product development has been recognized through multiple awards. In 2014, C-Suite Quarterly described him as a “…young leader [who] will continue to play an important role in shaping the online world of tomorrow.” Daniel Yomtobian has been instrumental in the success of several business ventures, focusing his efforts on his number one goal – driving advertiser value.
Daniel Yomtobian Bio – Business Marketing Maverick: http://www.DanielYomtobianBio.com
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Contact Info:
Name: Daniel Yomtobian
Email: Send Email
Organization: Advertise.com
Address: 15303 Ventura Blvd Ste 1150 Sherman Oaks, CA 91403
Phone: +1-800-710-7009
Website: https://www.advertise.com/
Video URL: https://www.youtube.com/watch?v=NoZr4UgvY8Q
Release ID: 89159782
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